Strategy for the World's Wildest Destination

Greenland is opening up... but increased access matters only if the right experiences are easy to find, trust, and book. That’s where Destination Arctic Circle (DAC) asked Group NAO to help. With adventure travel on the rise, Arctic Circle Business commissioned Group NAO to craft a strategic marketing plan that could guide the Destination Arctic Circle (DAC) region through the coming years of change. Developed in close collaboration with local operators and international partners, Way to Market builds on months of research, dialogue, and analysis. The ambition of the strategy is to double overnight stays by 2030, establish a region-wide digital booking platform, and secure DAC’s position in high-value markets, particularly in North America, following the opening of new air routes to Greenland.

Way of Market outlines how DAC can stand out in a competitive global travel landscape, even with lean resources, by focusing on the experiences that set it apart. These are captured through the HANA model, which structures the region’s offer around Hero, Anchor, Niche, and Adventure+ products, anchored by standout experiences like the Arctic Circle Trail, Eternity Fjord, and ice sheet excursions. The plan provides concrete direction across marketing, partnerships, and digitalisation, with a strong emphasis on sustainability, bookability, and community benefit. Designed to be both practical and place-specific, Way to Market equips DAC with the tools and vision to grow as Greenland’s adventure capital.